#DigitalTransformation

‘Now is the right time to do this’: Delivering wrestling’s first digital World Championships

Saturday, September 3, 2022 - 12:50 By United World Wrestling Press

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COSIER-VEVEY (August 30) --- Our decision to undergo a digital transformation at United World Wrestling (UWW) can be dated back to as early as 2014 – a year after the federation was reinstated into the Olympic Program. As is the nature of digitalization and the importance of getting the timing and product launch just right, we’ve now entered year one of a new digital era at UWW following the launch of our very own mobile app, organic video hub, and customer relationship management (CRM) tool, in time for the Wrestling World Championships (10th to 18th September). 

The vision to revolutionize the sport was first tabled by our president Nenad Lalovic, who, since taking up the presidency in May 2013, has advocated change to the makeup of international wrestling and how we look to engage new fans and stakeholders. By putting digital transformation at the heart of our modernization, we are in the midst of the biggest transition our sport will experience in modern times and will certainly enhance the offering we provide to our fanbase, to our athletes, and to our national federations.

Now is the right time to do this. Why? There are many industries that have already gone through this process and is something we are seeing more across the sports industry. This is not something that can wait another five years before we look to instigate change. By then, it might be too late. As the Olympic Movement attracts new audiences, we have to stay ahead and modernize with the industry, in order to set new goals, and not to shy away from doing things differently.

The pandemic shone a light on the challenges that we faced as an international federation and some of the changes we needed to make. For example, we implemented distance-learning and webinars that brought our community closer together during trying times. This at large is how we plan to continue – to provide digital solutions, not only as a digital transformation “check-box”, but to help our national federations grow and bring about positive change to the sport of wrestling.

The exciting thing about digitalization is that it offers infinite possibilities. We can certainly provide a broader offering for our audience, but for our sponsors, national federations, and the grassroots of our sport, too. There are many different tools that will allow us to move forward and offer new opportunities to stakeholders. Digital transformation expands our ability to adapt to new trends and to leverage customer data that will influence how we distribute content. 

UWW IS EXPANDING ITS DIGITAL FOOTPRINT

With the proliferation of D2C technologies, our fans have naturally spread across so many different platforms. In the past, we didn’t pay too much attention to what the individual consumer wanted. So, without a digital portfolio, we have been unable, until now, to stay connected with our growing fanbase. 

This observation has formed the basis for UWW’s  digital transformation and is already reaping rewards. Our investment strategy covers three key areas – mobile, video, and data capture – all of which are designed to bridge the relationship with our core and newcomer fans and the sport of wrestling. 

Without the means for a direct relationship with our audience, UWW has until recently been unable to engage fans retrospectively, nor have we been able to build their connection with our sport at a level of engagement we hope to achieve via our new mobile application and the video hub. By expanding our digital footprint, and taking ownership of customer data these platforms will collate, we can explore more easily our relationship with our audience via the CRM and tailor the D2C experience to the individual fan.

Before the launch of our latest products, in the past year, we have seen increased engagement from the followers of our sport. In the year leading to the 2022 World Championships, UWW social channels grew by 21 percent to more than 2.25 million followers, according to research carried out by Redtorch, including 78,500 new followers between April and June of this year. Going forward, by taking this direct-to-consumer (D2C) approach, we will be able to build audience engagement ahead of our flagship events, establish trust during the championships, and continue to build loyalty among our growing fan base.

The way we’re trying to operate today – not only as a service, but also as a video content provider – is to communicate directly with people, and extends to our partners, too. As well as serving fans who watch wrestling from their homes, our digital approach also enables us to provide more dynamic packages for sponsors, more content for broadcasters, and therefore richer, more entertaining, video content tailored for our audiences. 

This is UWW bringing that vision we laid out over the past decade to fruition. By improving the experience, we will provide a more consolidated, one-stop shop capable of delivering everything a passionate wrestling fan is going to be pleased with. Going forward, this will help us to engage new fans based on their interactions with our digital products and customize their experience from the moment they begin watching the sport and one that builds a rapport between UWW and its audience. This will serve us well for many years to come.

DIGITAL TRANSFORMATION REQUIRES EXPERT SUPPORT

Before we began our digital transformation, we set out a roadmap to ensure that our end-goal was clear. In year one, we’re focusing on our mobile app, video hub, and the CRM. But that’s just the beginning of the journey. By moving our operations to the cloud, it will allow us to scale our production without upsetting the quality for our subscribers. 

We want to attract larger audiences. Whereas, in the past, we haven’t been equipped to meet greater demand from the wrestling community, our digital transformation will unite our athletes, coaches, and stakeholders into an efficient, paperless ecosystem, whereby our national federations will be able to communicate ideas and solutions via a centralized home for wrestling. 

While exciting from the outside, I must be honest about our journey so far and the value we’ve drawn from external consultation. Digital transformation is certainly not something that organizations can take on alone. There needs to be resources in place and experts you can work with to set the right structure and roadmap in place to deliver on our transformation targets. 

In order to achieve our goals, we have been working alongside N3XT Sports since last year, and the team continues to provide the soundboard for building new ideas for digitalization and to identify the challenges and opportunities it will present us in the future. The entire working group at N3XT Sports – from the consultants, to the project manager to the designers and engineers – provide expert advice and know-how when it comes to understanding the long-term journey for digital transformation. 

From the moment we put ideas down in writing, through to the execution and delivery of our new digital portfolio, the entire working group has demonstrated the basis of change-management inside an international federation like ours. It’s important for a whole organization – and not only a handful of departments – to contribute to the project. In return, this helps align our vision as the global governing body with the realities of our regional partners, coaches, and athletes.

In doing so, we have learnt that digital transformation is a long-term commitment. Having taken the first and most important step on our journey, N3XT Sports and our strategists continue to envision how the decisions we make today will impact and open up new opportunities for the sport of wrestling in the future. This level of detail is vital if we want our digital transformation to be a success in the decades to come. We are very excited to be on this journey and look forward to inviting you to join us.

#WrestleParis

Paris 2024 Wrestling Day 3 Preview: GR 67kg and 87kg; WW 53kg

Wednesday, July 24, 2024 - 09:49 By Eric Olanowski

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PARIS, France (July 24) --- Two-thirds of the returning Greco-Roman Olympic champions -- Zhan BELENIUK (UKR) and Luis ORTA (CUB) -- along with the wrestler holding the world's longest win streak among active wrestlers, will compete on the third day in Paris 2024 when GR 67kg and 87kg and WW 53kg takes center stage at Champ de Mars Arena.

Beleniuk is a two-time Olympic medalist, having won gold in Tokyo and silver in Rio. The 33-year-old is on a mission to make history in Paris and become Ukraine's first-ever two-time Olympic champ. Before Beleniuk's win at the Tokyo 2020 Olympic Games, Ukraine was 0-3 in Olympic finals and were still searching for someone to accompany the 1996 Atlanta Games 90kg gold medalist Vyatsheslav OLEYNIK (UKR) in the history books.

PARIS 2024 SCHEDULE | PARIS 2024 NEWS

Orta moved up from his Tokyo Olympic weight of 60kg to 67kg and is on a quest to join Filiberto ASCUY and Mijain LOPEZ as Cuba's only multiple-time Olympic champs.

In women's wrestling, Akari FUJINAMI (JPN) will look to extend her world-best 130-match win streak against the 53kg field.

Zhan BELENIUK (UKR)Zhan BELENIUK (UKR) won the gold medal at 87kg in Tokyo. (Photo: United World Wrestling / Martin Gabor)

GR 87kg: Beleniuk up against packed field

It's not often that the reigning Olympic champion heads into a competition as an underdog, but that's the case when five world champs are in one bracket. Besides Ukraine's reigning Olympic champion Beleniuk, the other world title holders in 87kg include David LOSONCZI (HUN), Ali CENGIZ (TUR), Lasha GOBADZE (GEO) and Rafig HUSEYNOV (AZE).

Beleniuk will have to overcome dark horses Aleksandr KOMAROV (SRB), Semen NOVIKOV (BUL) and Turpal BISULTANOV (DEN) to become Ukraine's first-ever two-time Olympic gold medalist.

Cengiz won the outright world title in Belgrade, beating Beleniuk and Losonczi. However, he's since taken a step back to reality, going 5-3 in his last two competitions. Out of the three losses he's taken this season, two came against wrestlers he could face in Paris -- Komarov and Losonczi.

Cengiz lost to Komarov in the European finals before falling to Losonczi at the Hungarian Ranking Series event. Losonczi, the other half of the 2023 87kg world champions, followed a similar path as Cengiz during the first few months of the 2024 season.

After ending 2023 on a 14-match win streak, Losonczi lost his first match of the season to Alan OSTAEV (AIN) at the Zagreb Open Ranking Series event. The 23-year-old Hungarian rebounded at the Hungarian Ranking Series event, beating Olympians Cengiz and Nursultan TURSYNOV (KAZ) before dropping out his of his finals match against Semen NOVIKOV (BUL).

Rafig HUSEYNOV (AZE)Rafig HUSEYNOV (AZE) will be hoping to add a second Olympic medal to his resume. (Photo: United World Wrestling / Amirreza Aliasgari)

Huseynov, a world champion in 2021 and '23, saved Azerbaijan's Paris hopes at the last moment, replacing No. 6 Islam ABBASOV (AZE) at 87kg for the final Olympic Qualifier. 

The Tokyo Olympic bronze medalist at 77kg, bumped up to 82kg, where he remained for the last three seasons, winning two world titles and a European gold. But at 36, Huseynov will return to Azerbaijan's lineup for one final run at an Olympic title.

With Huseynov being new to the category, he remains the question mark of the weight. Alireza MOHMADIPIANI (IRI) and Gobadze have wrestled the Azeri before with Huseynov beating Mohamadipiani in last year's World Championships final and he defeated Gobadze to qualify Azerbaijan for Paris 2024.

Lasha GOBADZE (GEO)Lasha GOBADZE (GEO) will be one of the darkhorses at 87kg in Paris. (Photo: United World Wrestling / Kadir Caliskan)

Gobadze, the 2019 world champion, was a late addition to the entry list. He missed out on punching Georgia's ticket through the qualification competitions but earned an allocation after the Neutral Athletes dropped out. Gobadze has the talent to beat anyone in the world. In the last few years, since leaping 82kg to 87kg, the Georgian has beaten many top-tier guys who will also be at the Games. His previous wins include Cengiz and Bisultanov. On the other hand, he recently lost to Huseynov and Cengiz.

Komarov won the European Championships this year with wins over Beleniuk, Abbasov and Cengiz. He will be the biggest threat to make a run for the gold medal.

GR 67kg: New weight, old habits for Orta

Luis Orta has been a man on a mission since his disappointing seventh-place finish at the 2022 World Championships. He's turned his fortunes around, positioning himself to become Cuba's third-ever two-time Olympic champ. Since that blunder in Belgrade, Orta has gone 29-2, winning gold medals at the World Championships, Pan-Am Championships, Pan-Am Games, Central American and Caribbean Games and Hungarian Ranking Series. More importantly, his last two losses came at the hands of HUSIYUETU (CHN), who missed out on making the Olympic Games.

Of the 16 wrestlers in the field, Orta has at least one win over half of the entries. He's already beaten Hasrat JAFAROV (AZE), Andres MONTANO (ECU), Amantur ISMAILOV (KGZ), Mate NEMES (SRB), Souleymen NASR (TUN), Nestor ALMANZA (CHI), Kyotaro SOGABE (JPN) and Saeid ESMAEILI (IRI).

Orta has already bested Nemes and Jafarov, his most credentialed challengers. He defeated Jafarov twice last season and beat 2022 world champion Nemes in the quarterfinal of the 2023 World Championships.

Parviz NASIBOV (UKR)Parviz NASIBOV (UKR) is the returning silver medalist at 67kg.(Photo: United World Wrestling / Dogukan Karadag)

He is yet to face two major threats: Olympic medalists Parviz NASIBOV (UKR) and Mohamed ELSAYED (EGY). After seeing what the Ukrainian has been able to do over the last few years, Orta will be more threatened by Nasibov than Elsayed. 

Nasibov, the Tokyo runner-up, has victories over Olympian Jafarov, Nemes, Slavik GALSTYAN (ARM), and Mamadassa SYLLA (FRA) this season alone. Meanwhile, Elsayed has struggled since his impressive Tokyo bronze-medal run, going 7-4 in non-African competitions.

Iran's Esmaeili is replacing Tokyo Olympic champion Mohammedreza GERAEI (IRI) after winning the playoff. He almost beat Orta in Budapest and has a win over Sogabe. Iran will hope that the youngster can make a surprise run to gold as Geraei did in Tokyo.

 

WW 53kg: Fujinami vs the rest

When it comes to betting favorites in the 53kg Paris field, oddsmakers have singled out Akari Fujinami as the safest wrestler to put money on. 

Fujinami, a 20-year-old phenom, has been unstoppable up to this point in her career. She's won 130 consecutive matches heading into Paris -- including two golds at the World Championships, golds at the Asian Championships and Asian Games, and international and domestic competitions.

Akari FUJINAMI (JPN)Akari FUJINAMI (JPN), blue, pinned Lucia YEPEZ (ECU) at the 2023 World Championships. (Photo: United World Wrestling / Kadir Caliskan)

To fully understand Fujinami's dominance, just look at her 2023 season. In her 21 matches last season at the World Championships, Asian Championships, Asian Games, Zagreb Open Ranking Series and Dan Kolov, Fujinami outscored her opponents 206-7 and finished 21/21 matches by technical superiority or via fall. Furthermore, 10 of those technical superiority wins came against wrestlers with at least one world medal to their name.

The only wrestler to score a point on Fujinami last season was Lucia YEPEZ (ECU). Fujinami gave up an early 5-0 lead but scored 14 consecutive points before securing a second-period fall.

Other threats to Fujinami include Qianyu PANG (CHN), Dominique PARRISH (USA), ANTIM (IND), and Jonna MALMGREN (SWE). Pang, Malmgren, and Antim have already faced Fujinami, while a matchup between Parrish and Fujinami would be a first.

Qianyu PANG (CHN)Qianyu PANG (CHN) is the returning silver medalist at 53kg. (Photo: United World Wrestling / Kadir Caliskan)

Pang, an Olympic finalist in Tokyo, last faced Fujinami at the Asian Games, where the Japanese star won 10-0. Antim lost to Fujinami at the Asian Championships (10-0) and was pinned at the Asian Games. Malmgren and Fujinami met at the 2018 U17 World Championships, where Fujinami won 14-4.

Parrish was the 53kg world champion the year Fujinami withdrew from the World Championships. Fans and critics have long debated Parrish's world title without Fujinami's presence, leaving the American eager to face the young Japanese star.

The third day of wrestling at Paris 2024 starts on August 7. Follow @unitedworldwrestling on all social channels to stay updated on what's happening in Paris.